Business Commons^™

A Content Analysis: The Relationship Between Sentiment, Gender And Time Of Day In Ewom, Katie Bass, Laicelis Haro, Xiaotong Liu, Jaejin Liu

Association of Marketing Theory and Practice Proceedings 2016

This content analysis looks at several trends regarding electronic Word of Mouth (eWOM) and how consumers engage in eWOM. 304 tweets were analyzed and numerous correlations regarding gender and time-of-day. This research will be beneficial to brands and companies seeking to launch new products or services using social media as a promotional avenue.

Television Viewership Among Millennials: An Analysis Of Millennials Usage And Preferences Of On-Demand & Broadcast Television Services, Summer Shelton, Nicholas Mckaig, Cristian Gonzalez Mendez

Association of Marketing Theory and Practice Proceedings 2016

The purpose of this study is to identify the usage and preferences of millennials viewing television content on broadcast or on-demand television subscriptions. The study focuses on those aged 18-35, but also provides results for those falling outside of this age demographic. This study seeks to provide marketers with information regarding consumer preferences so they may adapt their offerings to meet the desires of customers which will in turn provide consumers with better quality television viewing experiences. An online survey was conducted which included 118 respondents and gauged their current use of, satisfaction with, and preferences for viewing television content. …

Share Of Wallet In Loyalty Research: Issues And A Methodology To Address Them, Arthur W. Allaway, Kyoungmi Kim, David Berkowitz

Association of Marketing Theory and Practice Proceedings 2016

In a competitive market environment, share of wallet is a key measure for customer relationship management. Share of wallet analysis enables the firm to be more proactive in their ability to target customers to increase additional spending. Although share of wallet is important as a measure of customer loyalty, there is a dearth of research which focuses on share of wallet per se. In this paper, we briefly review the share of wallet literature in the context of its value to loyalty researchers. We illustrate some issues regarding share of wallet in identifying loyalty and then discuss the development of …

From Ethical To Sustainable Consumption: An Exploratory Study Of Students' Familiarity With Mindful Consumption, Julie M. Pharr

Association of Marketing Theory and Practice Proceedings 2016

This paper seeks to further the marketer's understanding of ethical consumption by exploring differences in the way people perceive ethical consumption, mindful consumption, and overconsumption. The results support the idea that neither ethical nor mindful consumption designate a clearly defined set of practices. Researchers cannot count on even better- informed consumers to understand the full extent of ethical consumption possibilities or correctly apply more encompassing terms such as mindful consumption or overconsumption. As the construct of ethical consumption broadens to sustainable consumption, researchers will need to carefully operationalize the construct.

The Impact Of Shadowing Within A University Sales Program, Linda G. Mullen, Lindsay R.L. Larson

Association of Marketing Theory and Practice Proceedings 2016

Oftentimes sales faculty seek to build real-world opportunities into their coursework that will allow students to observe first-hand the material presented in the classroom. While these kinds of experiential learning projects are assumed to be beneficial to sales classes, research on the actual benefits derived from these opportunities is limited. The current paper describes a 7-step shadowing opportunity for students within a University Sales program, and reports findings with quantitative and qualitative assessment data. Over five academic semesters between 2012 through 2015, 131 students within an advanced sales course at a Southeastern University were each asked to locate and shadow …

Opportunity Loss And Opportunity Cost: Consequences Of Not Attending Class, Michael Latta, Henry Lowenstein

Association of Marketing Theory and Practice Proceedings 2016

Business Schools are charged with equipping the next generation of marketing professionals with the skills and knowledge to benefit both the businesses they work in and the country at large. Regional accrediting bodies such as the Southern Association of Colleges and Schools (SACS) and international bodies like the Association to Advance Collegiate Schools of Business (AACSB) review teaching practices in an effort to improve educational effectiveness at the Business School level. This movement, known as Assurance of Learning, is practiced in Business Schools everywhere. This paper explores the effect of students’ skipping classes in a capstone Marketing Strategy course on …

How To Teach Entrepreneurship: Traditional Lectures Versus Experiential Learning, Ismet Anitsal, M. Meral Antisal

Association of Marketing Theory and Practice Proceedings 2016

Entrepreneurship has become an important part of public policy of many states in the US. Hence, how to incorporate entrepreneurial education into higher education curriculum has become a hot topic of discussion. Even though entrepreneurship courses have been included into marketing and management curriculum in multiple universities traditionally, the recent focus on developing entrepreneurship as a source of economic growth and vitality resulted in a debate about how to educate entrepreneurs.

Experiential learning is another trend in the higher education that gained momentum in recent years. This approach has also been called as problem-based learning, inquiry learning, or discovery learning. …

Reflections In The Mirror: Women’S Self Comparisons To Mannequins And Peers, Amanda Cohen, Deborah J.C. Brosdahl, K. Annette Burnsed, Joohyung Park

Association of Marketing Theory and Practice Proceedings 2016

The fashion industry has been under fire for years for using unrealistic body sizes in the form of stick-thin fashion models to promote the sale of clothing. Typical Western fashion models in today’s society are sized 0-2 and weigh approximately 23% less than the average U.S. woman, who weighs approximately 163 pounds and wears a size 14 (Vesilind, 2009). According to Vartanian (2009), many women suffer from body image self-discrepancies when they compare themselves with others, including fashion models. As such, social comparison has been documented to create negative emotions, such as body dissatisfaction and disappointment (Posavac & Posavac, 2002). …

Mavenism, Frugality, And Loyalty, Ronald E. Goldsmith, Leisa Reinecke Flynn

Association of Marketing Theory and Practice Proceedings 2016

Since Feick and Price (1987) introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Mavenism can be defined briefly as a strong involvement in the marketplace. The purpose of the present study was to assess relationships between market mavenism and three aspects of consumption behavior largely ignored by previous research into market mavenism. Analysis of data from a sample of 351 adult U.S. consumers confirms that market mavenism is positively related to frugality and negatively related to brand loyalty. The results showed that …

An Examination Of The Marketing Of A Floundering Sport: The Case Of Powerboat Racing, Sam Fullerton

Association of Marketing Theory and Practice Proceedings 2016

A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was …

Understanding Employer Needs And Expectations From The Perspective Of Human Resources, Tulay Girard, Daniela Ngounou

Association of Marketing Theory and Practice Proceedings 2016

This pre-test study attempts to understand employers’ current needs and expectations of recent graduates from a 4-year business program at higher education institutions from the perspective of human resource managers/specialists. After conducting a literature review and a pre-test survey, the authors developed scale items that measure the importance of certain knowledge and skill sets as well as behavioral traits from the perspectives of human resource specialists. The feedback received from the human resource specialists who participated in pre-test survey identified additional skill sets, knowledge areas, and behavioral traits that are most important to employers’ needs. After pre-testing the measurement items …

Changing The World Of Higher Education: Creating A Student Capital Management System, Kathleen Houlihan

Association of Marketing Theory and Practice Proceedings 2016

Higher education is plagued with new concerns regarding government oversight and the college “rating system” that will hold schools accountable for student outcomes. This research supports the development of a student capital management system (SCM) that controls and protects student information while ensuring student outcomes data quality. Presented is an empirical model that connects colleges to the business world, while allowing higher education to access student data after they graduate. The first phase in developing a secure validated network of student data is the connection with the workforce and to the government in a system that offers granular access to …

Online Universities: Who Is Creating Virtual Communities?, Lisa Witzig, Joe Spencer, Katlyn Myers

Association of Marketing Theory and Practice Proceedings 2016

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides a literature review that shows the importance of community for students and alumni, and builds the case that online universities need to use online communities to deepen relationship. The paper then identifies the top social media network sites that can be used to build online communities and analyzes the activities of the top 54 undergraduate and top 53 graduate online programs at these sites. Despite the need to engage through these social media sites, online universities in general …

What Is Wrong With Chinese Soccer? Consumers’ Attention, Involvement, And Satisfaction, Bo Gong, Nathan D. Pifer, Jerry J. Wang, Minhong Kim, Minkil Kim, Tyreal Y. Qian, James J. Zhang

Association of Marketing Theory and Practice Proceedings 2016

While Chinese supporters represent one of European soccer’s fastest-growing fan bases (Sporting Intelligence, 2011), the high-level of enthusiasm surrounding the European soccer leagues does not seem to be shared with China’s domestic league, the Chinese Super League (CSL). Soccer is in fact the most popular sport in China; however, locals have developed an attitude of resentment toward the product as they appear unhappy and unwilling to attend and watch CSL events, nor consume licensed CSL products. Based on these observations, the purpose of this study was to investigate Chinese soccer fans’ levels of satisfaction and dissatisfaction on the basis of …

Re-Branding: The Case Of Southern Miss Athletics, Dennis Phillips, R. Doug Manning, Brian Crow, Dallas Branch, Ronald Dick

Association of Marketing Theory and Practice Proceedings 2016

In late July 2011, administrative trademark judges in the US Patent and Trademark Office ruled, in a 2-1 decision, that the University of Southern Mississippi would have to discontinue the use of its Golden Eagle logo because it was too similar in appearance to the University of Iowa Hawkeye (Hinton, 2011). Administrative trademark judge David Bucher wrote in his majority opinion that he backed Iowa's claim that there would be "the likelihood of confusion" in merchandise sales between the schools and the “the overall similarity in appearance of the marks on the goods, particularly in light of the use of …

Naming-Rights Sponsorship Outcomes And The Role Of Fan Connections To College Campuses And Stadia, Terry Eddy, Brendan Dwyer, Lamar Reams

Association of Marketing Theory and Practice Proceedings 2016

Despite the immense focus on revenue generation in college sport, only a small number of NCAA Division I institutions have come to agreements with naming-rights sponsors for their football stadia (Popp, Eddy, & McEvoy, 2015). The key underlying issue is that many institutions are concerned about the effect a corporately-named football stadium will have on key stakeholders, and whether this commercialization will be seen as an attack on tradition (Bentubo, 2007). However, fans’ attitudes toward naming rights relative to their perceptions of tradition and their attachment to college football stadiums are two areas which have received some attention in the …

Scm?, Stephen A. Lemay, Dave Mcmahon, Jeffery A. Periatt

Association of Marketing Theory and Practice Proceedings 2016

Supply chain management remains a young field, one that has struggled to define itself in the most literal sense. This research looks at some of the most available definitions of supply chain management, analyzes their content, and explains the essence of the definitional problem. It does not attempt to define supply chain management--that would be a bit like driving onto a crowded road while complaining about the traffic--but it does attempt to lay out the path or paths that need to be followed to arrive at a consensus definition.

Information’S Role In Supply Chain Integration Efforts Of The Indian Manufacturing Firm Under Environmental Uncertainty: The Supply Chain Flexibility Impact, Katrina Savitskie, Sandipan Sen, Sampath Ranganathan

Association of Marketing Theory and Practice Proceedings 2016

Managers recognize that supply chain management (SCM) practices can improve operational efficiency (Monczka and Morgan, 1998). Supply chain management initiatives, including better communication often result in more responsive organizations. Indian companies are trying to become more competitive following the liberalization of the Indian economy by employing new approaches like SCM to be more efficient and competitive (Saad and Patel, 2006). Therefore, our study examines the impact of environmental uncertainty on the firm’s information sharing abilities and the information quality available and its subsequent impact on supply chain integration, and ultimately, supply chain flexibility in India.

Given that the Indian small …

Business-To-Business Buying Behavior And The Price-Perceived Quality Paradigm, Joseph Chapman, Russell G. Wahlers

Association of Marketing Theory and Practice Proceedings 2016

This article gives an overview of the development of the price-perceived quality paradigm. The original price-perceived quality model is presented to show the impact of price on consumer behavior. An extended model is discussed which shows the impact of presenting two prices to consumers in a purchase situation as well as showing the impact of various promotions such as coupons and rebates on consumer behavior. Based on two tests of the extended model, a revised model was developed to address the shortcomings of the extended model. All the previous research on the price-perceived quality model has been based on consumer …

Price Bundling Opportunities For The Savannah, Ga Market, Mark Mitchell, Gregory Turner, Dennis Rauch

Association of Marketing Theory and Practice Proceedings 2016

The Savannah area offers an eclectic mix of attractions for visitors. Broadly speaking, the tourism portfolio can be divided into four clusters: Museums, Bus/Trolley Tours, Water Tours, and Ghost Tours. This manuscript examines the possibility of combining the Savannah attractions into a price bundle to offer a lower price to consumers. Doing so may help stimulate demand during off-peak seasons. And, it may further promote greater awareness (and attendance) at attractions during the peak season.

Consumer Warfare: The Effect Of Attitude Toward One’S Rival On Attitudes Toward Defensive Strategies, David J. Burns, Jennifer Hutchins, Rick Mathisen

Association of Marketing Theory and Practice Proceedings 2016

The use of warfare analogies in marketing is not something new, particularly in terms of competitive strategies. With the shifting of power down the marketing channel, however, the importance and the effectiveness of competition-centric strategies has declined. Instead, reflecting consumers’ new-found power and importance, a focus on strategies employed by consumers in the marketplace appears to be increasingly appropriate to effectively reach today’s and tomorrow’s consumers. Business leaders who best understand how consumers interact with and relate to each other may find themselves in the best competitive position in the 21st century. Burns and Warren (2008) introduced the concept of …

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee

Association of Marketing Theory and Practice Proceedings 2016

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion …

Mobile Payment Adoption In India: Role Of Attitude And Risks, Mona Sinha, Rajan Saxena, Hufrish Majra

Association of Marketing Theory and Practice Proceedings 2016

This paper examines the emergence of mobile payments as a payment alternative in India. Despite economic growth, marked improvement in social indicators, and rising incomes and savings rate, nearly 41% of the Indian population remained unbanked. Use of self-service technologies such as ATMs and Internet banking had limited success. Given the high penetration of mobile phones, mobile technology was being seen as a mode of transforming the banking sector and in particular payment mechanisms.

Most research on attitude towards technology and its adoption has been conducted in developed countries and their applicability to Indian consumers remained unclear. This paper offers …

The Influence Of Religion On The Marketing Concept: A Case Of Halal Culture, Soleman Mozammel, Perry Haan

Association of Marketing Theory and Practice Proceedings 2016

Religion is a major cultural variable that can affect the purchase behavior of consumers. This non-empirical paper examines how the Muslim concept of Halal influences consumers in the Middle East and Muslims all over the world. The paper reviews brief history of the marketing concept and consumer behavior. It then explains the role that cultural generally plays in the consumer decision making and marketing concept. The paper explains the basic concepts behind Halal culture. The paper makes recommendations to marketers for how to reach consumers who seek products that are Halal certified and Shariah-compliant. It also discusses how to compete …